Integrate social, email, and mobile to optimize ROI
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This document is from a presentation on integrating social media, email, and mobile marketing. It discusses setting objectives for B2B and B2C social media campaigns, different types of content to use, and strategies for each channel. It also covers tracking the performance of email, social media, and mobile marketing using analytics tools and calculating ROI. The presentation promotes marketing services from Creative Infiniti including social media management, email campaigns, and mobile SMS campaigns.
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Integrate social, email, and mobile to optimize ROI
- 1. 1C R E A T I V E I N F I N I T I . C O M © Creative Infiniti Marketing Consulting LLC Social Media Fundamentals: Integrate Social, Email, & Mobile for Optimal ROI © C R E A T I V E I N F I N I T I . C O M Welcome to… Brought to you by: And Sponsored by:
- 2. 2C R E A T I V E I N F I N I T I . C O M © Creative Infiniti Marketing Consulting LLC LauraS@creativeinfiniti.com 561-299-1520 Laura Sherman: Marketing Consultant F.I.U. B.S. Communications Google Analytics Certified 14 years as a Marketing Pro Specialize in Strategic Marketing Founder of Creative Infiniti Marketing Consulting Services linkedin.com/in/browardmarketingconsultant @creativinfiniti
- 3. 3C R E A T I V E I N F I N I T I . C O M © Creative Infiniti Marketing Consulting LLC Marketing Consulting firm offering a full range of marketing services specializing in strategic marketing that integrates offline/online marketing channels for quality lead generation and maximum ROI. © C R E A T I V E I N F I N I T I . C O M Get all your marketing needs for less than one salaried professional…it’s called the 5 for 1 deal! See more about the 5 for 1 at:
- 4. 4C R E A T I V E I N F I N I T I . C O M © Creative Infiniti Marketing Consulting LLC AGENDA 1. Setting Social Media Objectives & Strategies 2. Integrate Email, Social and Mobile 3. Tracking and Measurement to prove ROI . ..
- 5. 5C R E A T I V E I N F I N I T I . C O M © Creative Infiniti Marketing Consulting LLC LauraS@creativeinfiniti.com @creativinfiniti 561-299-1520 1. SOCIAL MEDIA OBJECTIVES & STRATEGIES 1. B2B vs. B2C 2. Types of Social Media Objectives 3. Social Media Strategies 4. What is Content & Why Use it?
- 6. 6C R E A T I V E I N F I N I T I . C O M © Creative Infiniti Marketing Consulting LLC B2C VS. B2B DIFFERENCES Business to Business – Focused on lead generation and lead nurturing. Sales cycle may take months or even years as company to company sales are nurtured for credibility and products and services are evaluated and prices are negotiated. Business to Consumer – Retail and E- Commerce, Products and Services. Sales cycle is generally shorter. Purchase transactions more measurable as prices are pre-set and often tangible goods.
- 7. 7C R E A T I V E I N F I N I T I . C O M © Creative Infiniti Marketing Consulting LLC B2C VS. B2B DIFFERENCES AWARENESS CONSIDERATION PREFERENCE PURCHASE LOYALTY REFERRAL NURTURE LEAD CAPTURE NURTURE/QUALIFY MEETING/DISCOVERY PROPOSAL CLOSE NEGOTIATE LOYALTY REFERRAL NURTURE B2C B2B
- 8. 8C R E A T I V E I N F I N I T I . C O M © Creative Infiniti Marketing Consulting LLC Customer Service, Complaint Management, and Reputation Management Market Research – surveys, polls, product testing Corporate Social Responsibility (CSR) – public outreach, charity and community programs/ goodwill. SOCIAL MEDIA OBJECTIVES
- 9. 9C R E A T I V E I N F I N I T I . C O M © Creative Infiniti Marketing Consulting LLC Brand Awareness/Fan building SEO – search rankings and traffic SOCIAL MEDIA OBJECTIVES Database building* Sales & Sales Leads Press Releases, news, and company announcements Graphic Courtesy of Social Media Examiner
- 10. 10C R E A T I V E I N F I N I T I . C O M © Creative Infiniti Marketing Consulting LLC SOCIAL MEDIA STRATEGIES • Coupons – drives sales • Social Media Paid Advertising – drive sales • Polls – drives research • Contests & Sweepstakes - builds database • Events – builds database • Content/Videos, Info-graphics , provoking discussions - drive engagement/sharing/builds database
- 11. 11C R E A T I V E I N F I N I T I . C O M © Creative Infiniti Marketing Consulting LLC CONTENT IS KING! • Earn subscribers • Become a voice of credibility • Become a valuable resource of advice • Provide an incentive to share virally. Include share links!
- 12. 12C R E A T I V E I N F I N I T I . C O M © Creative Infiniti Marketing Consulting LLC WHAT IS CONTENT? • Site Content • Press Releases • Blogs • Case Studies • Newsletters • Whitepapers • Presentations & Webinars • Video/Podcasts • Photos/Images • Info-Graphics http://www.pamorama.net/2013/06/16/a-beginners-guide-to-content-marketing-infographic/
- 13. 13C R E A T I V E I N F I N I T I . C O M © Creative Infiniti Marketing Consulting LLC CONTENT CALENDAR • Plan 6 months in advance and measure impact
- 14. 14C R E A T I V E I N F I N I T I . C O M © Creative Infiniti Marketing Consulting LLC THE BUYING CYCLE
- 15. 15C R E A T I V E I N F I N I T I . C O M © Creative Infiniti Marketing Consulting LLC LauraS@creativeinfiniti.com @creativinfiniti 561-299-1520 INTEGRATE EMAIL, SOCIAL AND MOBILE 1. Database Building 2. Email 3. Social 4. Mobile
- 16. 16C R E A T I V E I N F I N I T I . C O M © Creative Infiniti Marketing Consulting LLC DATABASE BUILDING Database building may be the most important of all objectives second only to the sale itself Driving traffic to the site has little value if you don’t “capture” your visitors information
- 17. 17C R E A T I V E I N F I N I T I . C O M © Creative Infiniti Marketing Consulting LLC INTEGRATE EMAIL
- 18. 18C R E A T I V E I N F I N I T I . C O M © Creative Infiniti Marketing Consulting LLC INTEGRATE SOCIAL • Drive existing database to social with email • Drive Social followers back to – Social to website to subscribe for content • Drive Mobile subscribers to social with SMS • All social sites have mobile apps • Offers available on social are redeemable on Mobile
- 19. 19C R E A T I V E I N F I N I T I . C O M © Creative Infiniti Marketing Consulting LLC INTEGRATE MOBILE Mobile-friendly email & mobile sites – readable and clickable on mobile devices Social – promotion redemption in real-time. Apps for FB and Twitter are mobile SMS – instant communication with base. Coupons, links, regis trations
- 20. 20C R E A T I V E I N F I N I T I . C O M © Creative Infiniti Marketing Consulting LLC LauraS@creativeinfiniti.com @creativinfiniti 561-299-1520 TRACKING & MEASUREMENT 1. Email 2. Social 3. Mobile 4. Google Analytics 5. ROI
- 21. 21C R E A T I V E I N F I N I T I . C O M © Creative Infiniti Marketing Consulting LLC MEASURE & TRACK EMAIL • Email Management Software measures: Un/Subscribers Sends Delivered Bounced Opens Click Throughs (CTR)
- 22. 22C R E A T I V E I N F I N I T I . C O M © Creative Infiniti Marketing Consulting LLC MEASURE & TRACK SOCIAL www.facebook.com/business or www.facebook.com/marketing Facebook stats
- 23. 23C R E A T I V E I N F I N I T I . C O M © Creative Infiniti Marketing Consulting LLC MEASURE & TRACK SOCIAL • Hootsuite – distribute, schedule, track • Owly click summary, likes, & shares
- 24. 24C R E A T I V E I N F I N I T I . C O M © Creative Infiniti Marketing Consulting LLC http://www.google.com/analytics/index.html MEASURE & TRACK SOCIAL GOOGLE ANALYTICS
- 25. 25C R E A T I V E I N F I N I T I . C O M © Creative Infiniti Marketing Consulting LLC MEASURE & TRACK SOCIAL GOOGLE ANALYTICS
- 26. 26C R E A T I V E I N F I N I T I . C O M © Creative Infiniti Marketing Consulting LLC MEASURE & TRACK MOBILE • Google Analytics • SMS Campaigns
- 27. 27C R E A T I V E I N F I N I T I . C O M © Creative Infiniti Marketing Consulting LLC MARKETING AUTOMATION PLATFORM CRM Email Social Content Website DATABASE
- 28. 28C R E A T I V E I N F I N I T I . C O M © Creative Infiniti Marketing Consulting LLC EMAIL CAMPAIGN ROI “With an ROI of $40 for every $1 spent, email is still by far the most cost-effective type of online marketing. A customer's email address provides an estimated lifetime value of up to $180, especially when considering email- influenced offline purchases. Whether for B2B or B2C industries, email is accelerating its ability to generate revenue, thanks largely to the latest technological advances in integrating relational data, mobile, and social media.” Courtesy of: Association of Strategic Marketing
- 29. 29C R E A T I V E I N F I N I T I . C O M © Creative Infiniti Marketing Consulting LLC SOCIAL MEDIA ROI How much is a Social Media fan worth? If: 10,000 people are talking about your product And, a new customer has a lifetime value of $29 (gross profit) And joining that conversation causes 5% of them to try and 5% of those remail loyal then: 10,000 X 5% = 500 500 X 5% = 25 25 X $29 = $725 725/10,000 = $0.0725 per fan = 7.25 cents
- 30. 30C R E A T I V E I N F I N I T I . C O M © Creative Infiniti Marketing Consulting LLC ROI $ Net Profit/$ Investment = ROI Example: • Retail $300 - Wholesale $200 = Gross Profit $100 (per sale) • Gross Profit - $50 (total investment) = $25 Net Profit • ROI = $25 (net profit)/$50 (inv) = .5 X 100 = 50% ROI
- 31. 31C R E A T I V E I N F I N I T I . C O M © Creative Infiniti Marketing Consulting LLC ROI – CALCULATE ALL COSTS
- 32. 32C R E A T I V E I N F I N I T I . C O M © Creative Infiniti Marketing Consulting LLC Resources Social Media Examiner http://www.socialmediaexaminer.com Constant Contact http://www.constantcontact.com Creative Infiniti http://www.creativeinfiniti.com InSense Miami http://www.insensemiami.com
- 33. 33C R E A T I V E I N F I N I T I . C O M © Creative Infiniti Marketing Consulting LLC Request a FREE Hootsuite set up! Social Program – 3 profiles, 2 updates/wk, 1 blog/mo, and monthly reporting for just $330/mo Email Campaigns – Campaign management send, track, measure and report $100/per send up to 5000 subscribers. Mobile – SMS campaigns start at just $325/mo, mobile site conversion is just $100/page Get ALL 3! – Social, Email, and Mobile SMS for only $825/mo See http://www.creativeinfiniti.com/flat-rate-marketing- programs for more pricing information. Remember you get 5 experts for the price of 1! Get Started! Exclusive Offers for Attendees
- 34. 34C R E A T I V E I N F I N I T I . C O M © Creative Infiniti Marketing Consulting LLC THANK YOU! LauraS@creativeinfiniti.com 561-299-1520 C R E A T I V E I N F I N I T I . C O M linkedin.com/in/browardmarketingconsultant @creativinfiniti THANK YOU FOR ATTENDING
Notas del editor
- I’m a Marketing Consultant with a Bachelors degree in Advertising, Marketing, and a diploma in Graphic Design. I’m also Google Analytics certified and now have over 14 years of experience in marketing. I specialize in strategic marketing and founded Creative Infiniti Marketing Consulting Services.
- There’s 3 main sections to the presentation…1st we’ll go over how to set objectives and different strategies to achieve those objectives. Then the integration of email, social, and mobile and how it optimizes ROI…and finally methods to track, measure, and prove ROI
- So in the first section, objectives and strategies, (click) we’ll discuss the differences between Biz to Biz and Biz to end Consumer because those differences are significant to the strategic approach. (click) Then I’ll give you some examples of Social Media Objectives (click) and Social Media Strategies (click) . Finally, we’ll pay some special attention to Content and how it works with your Social strategy…
- Show of hands…how many of you have ever been in sales? How many of you sold to businesses? How about a high ticket item? So you know that generally the higher the price, the longer the buying cycle. Because people stay in the consideration and research phase a lot longer when it’s a high price right?It’s important to make the distinction between B2C and B2B because the objectives and strategies will vary. Where you may drive traffic to your site for an immediate sale with an online store, with a B2B strategy, you’re usually nurturing leads with content for long periods of time.
- So we know now that the sales funnel doesn’t end at the sale right? The cost of retaining customers is less than half of acquiring new and the value of referrals has proven to be the most efficient way to earn business. With B2C, you can see that the process is shorter--and usually quicker too. With the B2B funnel, you may be in the top half for months right? But notice the bottom half is identical…Notice with the B2B funnel, lead capture and nurturing become the first steps to earning a sale. Content marketing is used to capture leads and nurturing with quality content earns the company credibility and your trust as a customer.
- You objective with your social site may solely for the purpose of customer service or Tech support. Twitter is often used for thatMarket Research to get feedback from your audience that will help you refine and develop your products and servicesFinally, at an Enterprise level or for non-profits you may use social for…
- (Go through list and click for graphic) The top two benefits of social media marketing are increasing exposure and increasingtraffic. A significant 85% of all marketers indicated that their social media efforts havegenerated more exposure for their businesses. Increasing traffic was the second majorbenefit, with 69% reporting positive.Nearly two-thirds of marketers are using social media to gain marketplace intelligence(65%). Tied for fourth place, 58% of marketers indicated generating leads anddeveloping loyal fans were benefits of social media.
- So what type of social strategy will achieve your objectives? It’s a lot easier to decide on a strategy when your focused on your objectives right? If you’re an online store, you may want social to help you drive sales so maybe you’ll post specials and coupons or do some paid advertising on the social sites. If your objective is research you may use polls. Most commonly, you’ll be building your database through fan building and driving traffic to your site. Content is helps to achieve both fan building, driving traffic, and ultimately database building.
- This event is content… This slide show is content…I can put it on Slidshare.com for example…Content allows you to build your database as you earn subscribers. Engage and capture your visitors to earn credibility and interest for your product or service. Know your audience and give them valuable advice. Blogs are good for useful advice. Original content that provides value is key. Content re-use is okay as long as you respect copywright. “Gated content” is content your audience has to register for. You may request this when they have already expressed some interest or you’ve qualified them.Setting up a social presence is free, but This is where the real “cost” of social media lies… you have to budget to pay writers, designers, and producers to develop your content. And to use it strategically requires planning.
- The biggest mistake business owners make is failing to plan. Failing to plan is planning to fail right? So many business owners hop from marketing idea to idea, month to month trying anything to make a profit. To optimize your marketing investment you have to plan a strategy. Effective campaigns reach the audience through at least 3 channels with a frequency high enough to be memorable. This example shows a content strategy that will be promoted through email, social, and mobile.
- We discussed the buying cycle earlier…this demonstrates how content affects different phases of the buying cycle
- In this next section I’ll address ways to integrate email, social and mobile and how it increases the impact of your online strategy.
- Important bullets (read and go through graphic) Each channel is feeding your databaseBefore you can start an email campaign you need a list of emails. Its important to have an Opt –in subscriber list. You can send one email to a list to ask permission to be added to your list. You can build your database and acquire opt-ins through:Visitors filling out forms on your siteContacts on your social sites i.e. LinkedinNetworking – someone giving you a business card is a legal opt-inOnce you build this list, segment the list to target the audience that is most relevant to the content. Spamming – sending without permission will get you black-listed on servers. If you would like more information on the CAN-SPAM laws and best practices for email campaigns please ask me directly and I’ll send you some info.Show of hands…is everyone familiar with CRM, Customer Relationship Mgmt? Like Salesforce.com …it manages your database to keep a detailed record of each of your contacts and all their activity. Constant Contact integrates with Salesforce and maybe some others. Once your list reaches over 500 or so you may want to look into it.
- Announce new social presence with a mass email to everyone in your databaseInclude social links in every email to share contentInclude social media icons to follow/like in all emailsFor example:You write a newsletter to your email base, share some of that content on your FB & Twitter with links to subscribe to your newsletter. The newsletter itself (email) has links back to your site with share buttons as well. Everything integrates!
- You’re familiar with Short Msg Service perhaps through voting for Idol or donations to Haiti? You dial a “short code” 5 digit code and opt-in, vote, receive offers. Stores, restaurants, salons, and Auto repair shops are great examples of good use of SMS for promotion. It’s great for loyalty programs “buy 5 and get one free”. For emails to be mobile friendly, it means it loads in 5 seconds or less and no pinching, zooming, or scrolling to see the image. Constant Contact has templates that are to mobile friendly on mobile devices.**All social sites have social apps, FB, Twitter, Linkedin etc.
- In this section I’ll discuss how to track and measure in each channel email, social, and mobile and then I’ll describe how you can track and measure in Google Analytics as well as other platforms that make it possible to see the full picture of ALL your channels in one place. And finally, will review how to determine ROI.
- Most of you are probably familiar with Email Management Software like Constant Contact. All software gives you the ability to track and measure these Key Performance Indicators or KPI’s. Shown here ( point to graphic) you see…Some applications integrate with your site and/or CRM, such as Salesforce.com to keep real-time data on each contact in your database helping you understand the level of engagement with your emails and website. Constant Contact has plans starting at just $15/mo and free for 60 days for 100 contacts.
- Each social site, Facebook, Twitter, Linkedin etc. has it’s own engagement reports – They tell you how many likes, shares, fans, followers, impressions. YouTube will tell you how many views to your video, how many subscribers to your channel. You can also set up alerts so each site automatically sends you reports as frequently as daily if you’d like.
- (Describe slide: Point out the tabs)5 profiles for free version with limited reporting. The upgrade is only $8.99/mo
- Google analytics is essential to any online campaign because it can track activity anywhere online. Here it shows you how much traffic was generated from each Social site. It gives you nice easy-to-read reports and graphics and you can customize the different views of your reports.
- This Googleanaylitics report show you ….(describe graphic)Social Attribution and assistsREGEX – link tracking with code – track links from anywhere on the web, email or social sites.Find more at http://www.google.com/analytics/index.html
- So you maybe wondering with all these different platforms to measure online channels, is there a way to manage and measure in one place…and the answer is Yes, with a marketing automation platform. These platforms allow you to manage your database (point to graphic) your email campaigns, social media, content, and website in one place.Here are a few examples:Marketo is probably the best known, but pricey starting at over $1100/moHubspot is a master of inbound marketing (the general function of Content marketing) and has a very limited starter package for $200/mo Loopfuse has a small business solution that has a free version for up to 500 contacts and 1k emails per month. The upgrade is $295/mo
- (Describe slide) With email on our mobile phones, I project email will stay on top as a marketing tool.
- Everyone is scrambling trying to determine the most accurate ROI for social. Here’s an example of how you might do that…(Describe slide) Now this gives you your Gross profit
- Here’s your basic ROI formula(Describe slide) Its important to remember to use NET PROFIT in your calculation
- In this example you can see how you calculate all the expenses related to the marketing initiative. It’s important to include the labor expenses or staff needed for content creation in your social strategy(Describe graphic)Net profit is 29693/167813 = .1769 x 100 = 17.7%
- As a business owner, the important thing is to have an understanding of the potential and capabilities of online marketing. As a marketing consultant I can help you execute a fully integrated strategy to bring your social media and email to the next level. We’ve given you the fundamentals to build and integrate your online presence, but you may want some help managing it. These offers are not available on the website they’re exclusive for attendees if you’d like me to help you get started…